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SATISFACTION MODEL IN INLAND TRANSPORTATION PROVISION FOR AN AIRPOT, THE CASE OF SOEKARNO HATTA INTERNATIONAL AIRPORT, JAKARTA Adi Nurmahdi Universitas Mercu Buana adi.nurmahdi@mercubuana.ac.id PROCEEDING To support tourism sector in Indonesia reliable high quality mobilities provision has been playing more important roles for the sake of the domestic customers as well as the tourists form overseas, as many as 67 millions people trvelling through the main gate of Indonesia at the end of 2018. While the conventional bus services serving to and from Soekarno Hatta Airport is predominantly occupied by state-owned conventional Damri shuttle bus, nowadays intense competition namely by taxi both online and non-online has caused severe competition among the inland transportation operators. With the objective, among other, to find out satisfaction level among passengers while travelling to and from the airport, this study was carried out to focus on objective to find out factors which have affected customers satisfaction in using inland transport. Some operators can serve better services than the others, differentiating in quality services has been one of their motions, though price matters and reflects truly the quality. Damri has been threatened by the existence of the online taxi competitors apart from conventional taxi services such as Blue Bird which now also introduced online booking to its fleets and Express taxi. The opening of airport railway services by the Government since August 2017 can also endanger Damri-s leadership position at the route. The phenomenal Gojek which also offers Go-Car, and Grab have played important roles in Damri-s dominance. Operators were worried that the advancement of online taxis could make intense rivalry among themselves. To combat the market Damri also has started selling its tickets online though it is in introductory stage in its life cycle. Survival of the thick market for inland transport providers are the industry-s main concern, while the Indonesian economy is prospering despite supporting infrastructure to the airport is limited, it is predicted that the demand for the inland transport would keep growing. Thus, research on customer information on insight to satisfaction is needed by many operators. Practical and exploratory research by conducting interviews through surveys which measures customers- perception and focus on overall service quality applied in this research. A non-probability, purposive sampling, with total of 185 inland transport customers who regularly use the inland transportation modes, at least once a month over the last six months withdrawn. Importance Performance Analysis (IPA) analysis which measures the relationship between customer perception and priority on increasing product or service quality compared to their expected satisfaction measured, with analysis using SPSS 26. IPA combines the measurements of importance (degree of care) and performance (degree of satisfaction) in two dimensions which enable easy interpretation. It was found that CSI index scored 70.05 which means customers were moderately satisfied. This research concluded that even CSI result was fairly achieved and at satisfactory level, to be able to sustain market existence and moreover dominance operators must maintain at least 80 CSI index, high satisfaction point index, thus formulating new strategies and tactical strategies needed. Among the major tasks for the operators have been to be able to increase reliability and responsiveness rates of personnel, apart from upgrading the physical look and condition of the fleets. Regular customer excellence trainings needed to boost the customer index since personnel plays important key in services, while keeping up with the digital invention and implementing it in their srvices also immensely important, such as by providing WiFi fleets, and easy access to booking and canceling. Other staretgy included offering differentiated products with more attractive incentives to customers such as existence of loyalty programs and points reward are most desired, apart operational mode enhancement whereby all fleets would become more advance with reliable personnel and ability in delivering high quality services, and punctuality would be the keys to be able to triumph in the market. Key words: ServQual, CSI (Customer Satisfaction Index), Inland airport transportation References: Aritonang, L. R., 2005. Kepuasan Pelanggan: Pengukuran dan Penganalisaan dengan SPSS. Jakarta: PT Gramedia Pustaka Utama. 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